Remember Etisalat? The name is back as e& marks 50 years
The Etisalat name is back at the centre of the UAE telecoms group as it marks 50 years and sets out a new strategy focused on telecoms, AI, infrastructure and fintech
07 October, 2026
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Etisalat is bringing back the name that defined the UAE telecoms group for decades, four years after it rebranded as e&.
The Abu Dhabi-headquartered company has said it will move forward under the Etisalat name as it marks 50 years since its establishment in 1976.
The change comes alongside a new strategy centred on telecoms, AI and business solutions, infrastructure and fintech, with the group also setting out major investment plans for its international network.
Etisalat adopted the e& identity in February 2022 as part of a push to reposition the business beyond traditional telecommunications, creating separate verticals covering areas including enterprise technology, fintech and investment.
Four years later, the group is putting its original name back at the forefront.
“We are Etisalat. We always have been. We always will be,” the company said in a message marking its 50th anniversary.
Etisalat looks back to its roots
Etisalat was founded in 1976, five years after the formation of the UAE, and went on to build much of the country’s telecommunications infrastructure.
Its anniversary campaign looks back at the development of the business from fixed telephone lines and early mobile networks to the arrival of the internet, fibre connectivity and today’s digital services.
The return to the Etisalat name comes as the company looks to position telecoms infrastructure at the centre of its next phase of growth.
The group this week announced plans to increase its international connectivity capacity from around 20 terabits per second to more than 500 Tbps by 2030.
That would represent an increase of more than 25 times current capacity.
The project will include new international routes intended to improve network reliability and cut latency as demand from AI, cloud computing and data centres increases.
It was unveiled in the presence of Sheikh Mansour bin Zayed Al Nahyan, Vice President, Deputy Prime Minister and Chairman of the Presidential Court, who also witnessed the launch of Etisalat’s 50th anniversary celebrations.
The company described the infrastructure project as the first major commitment under its new strategy.
Jassem Mohamed Bu Ataba Alzaabi, chairman of Etisalat Group, said: “This project reflects our conviction that the UAE should not simply adopt AI, but govern it and build with it.”
Change at the top
The return of the Etisalat name also follows a change in leadership at the group earlier this year.
Hatem Dowidar stepped down as group chief executive at the end of March after six years in the role. He had overseen the company’s 2022 rebrand and a period of international expansion and investment outside its traditional telecoms business.
Masood M. Sharif Mahmood took over as group CEO on April 1, while retaining his position as chief executive of the UAE business, which he has led since 2021.
The leadership change has been followed by signs of a greater focus on the group’s core telecoms operations.
In July, e& agreed to sell its entire 16.2 per cent stake in Vodafone for about $5.95bn. Reuters subsequently reported that Mahmood was reviewing parts of the wider investment portfolio as the company placed greater emphasis on its telecoms businesses.
The group had built up the Vodafone position under Dowidar as part of a wider international investment drive.
The company currently operates across 38 countries and has more than 250 million subscribers worldwide.



















